1. News(paper)
A LOOK INTO THE FUTURE.

2. Happening now: (r)evolution
An ongoing change, in which media
narrowly focus on the topics most important
to key audiences, tailoring content to
audiences desires and needs, including
the “right” platforms and content types.
This is called the personalization of
news.

3. How we access news
By platform
By content type
 Print
 Text
 Computer
 Video
 Mobile phone
 Social media
 Tablet
 Email
 Alerts
 Voice

4. Trends
By platform
By content type
 - Print
 + +Text
 Computer
 ++++ Video
 ++ Mobile phone
 ++ Social media
 +++ Tablet
 + Email
 + + Alerts
 + Voice

5. Platform perfect *
What you access is becoming
more important than which distribution
channel you use, both from a user
viewpoint and a media owner
viewpoint

6. Increasingly, news is visual *
 http://on.tdo.com/194FcLV

7. And more specialized
 http://on.tdo.com/1fzREbC

8. Video journalism growth
500000
450000
400000
350000
300000
Mobile
250000
Live
200000
Desktop
150000
100000
50000
0
2013
2012
2011

9. Mobile video
Mobile views
50000
45000
40000
35000
30000
25000
20000
15000
10000
5000
0
Mobile views
2013
2012
2011

10. News is now … and later
Consumers expect to “hear about”
What is news on social and through alerts
and then go and find what they are looking for
from reputable sources.

11. Coming from social
900000
800000
700000
600000
500000
Mobile
400000
Desktop
300000
200000
100000
0
2013
2012
2011

12. News cycle
 Push alert or social media post
 Text on web
 Video post on web
 Update social post
 Expanded web text story

13. News cycle continued
 Social engagement
 Print story
 Expanded social engagement
 Print column, opinion , Zing! etc

14. Consumers will pay more *
Since the Democrat’s experiment
with paid content in 2010, hundreds of news
outlets have added paid content in various
form, including many major news sites in
Florida

15. Role of paid content
 In July 2010, Tallahassee.com introduce paid
content
 In April 2012, that was extend to mobile sites

16. Results
 Immediate loss of traffic
 Immediate increase in revenues

17. DT: Monthly Unique Visitors
Visitors
4700000
4600000
4500000
4400000
4300000
4200000
4100000
4000000
3900000
3800000
3700000
Visitors
2013
2012
2011

18. M: Monthly Unique Visitors
Visitors
295000
290000
285000
280000
275000
270000
265000
260000
255000
250000
245000
Visitors
2013
2012
2011

19. One size fits no one *
Days of mass media being
all things to all people are numbered
as audiences search for
their passion topics.

20. Personalized news








My neighborhood: rabid dog on the loose
Your neighborhood: man shot by spouse
My city: raises taxes
Your city: paves main downtown road
My state: passes stand your ground law
Your state: OKs medical marijuana bill
My country: passes national health insurance
Your country: uses chemical weapons on civilians

21. News tracts
Professional
Citizen
 Breaking news
 Expertise
 Investigative
 Self interest
 Deep context
 Broadly focused
 Analysis
 Breaking news
 Narrow focus
 Varying standards
 Editing
 Standards based

22. How did we get here?
HUMAN-INNOVATION PROCESS
 Extensive market research and
surveys
 Interviews with dozens of people
 Instincts as journalists

23. Which audiences must we have?
 Mr. & Mrs. State Worker
 Prof. Rattnoleagles
 I.M. deLeader
 Noles Family

24. What do they look like?

25. What are their passions?
 Politics & Policy
 Keeping Tallahassee Special
for My Family (TLH)
 FSU Football

26. Politics & Policy
 Properly funding public schools
 High education
 State workers issues
 Government accountability

27. TLH Topics
 Family
 Food
 Entertainment
 Schools
 Faith
 Health & Fitness
 Home/garden

28. FSU football
 Not just the games (family matters here, too)
 Authority
 Insights
 Watchdog

29. Deeper dive: citizen content
 Blogs
 Video
 Social media
 Photos
 Chronicle (text)
 Letters
 My Views
 Zings!

30. Citizen topics
 Healthcare
 Sex
 Politics
 Real estate
 Food
 Home & Garden
 Environment
 Fitness

31. TD content – health/fitness
 Healthy Babies
 Heart Walk
 Pink
 Power 5K
 TLH weekly
 Your Health
 Sponsorships
 Move.Tallahassee.com

32. Deeper dive: health
 http://on.tdo.com/1fAt7TT

33. Move.Tallahasse.com

34. Move.Tallahassee.com
 Tracking
 Social networking
 Events
 Meet ups
 Nutrition blogs
 Exercise blogs
 Videos
Http://move.tallahassee.c
om

35. Heart Walk: health topic
 Full resources of TMG
 Social media
 Blogs
 Stories
 Videos
 Sponsorship
 Volunteerism
http://bcove.me/vsmzfnwn

36. Deeper dive: watchdog

37. Watchdog
 Text
 Video
 Blogs
 Opinion
 Social media